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Green information quality and green brand evaluation: the moderating effects of eco-label credibility and consumer knowledge

Prashant Kumar (School of Management, Asian Institute of Technology, Pathumthani, Thailand and Department of Marketing, Universidad de las Americas Puebla, Puebla, Mexico)
Michael Polonsky (Deakin Business School, Deakin University, Victoria, Australia)
Yogesh K. Dwivedi (School of Management, Swansea University, Swansea, UK)
Arpan Kar (Department of Management Studies, Indian Institute of Technology Delhi, New Delhi, India)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 11 March 2021

Issue publication date: 13 July 2021

5588

Abstract

Purpose

This study aims to examine the effects of three green information quality dimensions – persuasiveness, completeness and credibility – on green brand evaluation and whether this is mediated by green brand credibility. It also examines the moderating effects of eco-label credibility and consumer knowledge on green information quality dimensions and green brand credibility relationships.

Design/methodology/approach

Using a structured questionnaire on environmentally-friendly electrical goods/electronics, cosmetic and apparel product advertisements, involving an elaboration task, this study collected usable data from 1,282 Indian consumers across 50 cities. It also undertook an assessment for three different product groups using structural equation modelling to examine proposed hypotheses and assessed moderated mediation using the Hays process model.

Findings

The study indicates that: green brand credibility mediates the effects of green information quality dimensions on green brand evaluation; consumer knowledge moderates the effects of persuasiveness and completeness on green brand credibility and eco-label credibility moderates the effects of persuasiveness and credibility on green brand credibility.

Research limitations/implications

In green information processing, this study supports the relevance of the elaboration likelihood model and the mediation effect of green brand credibility. It also presents evidence that credible eco-labels enhance green information processing. While the results are broadly consistent across the three product categories, the results may only generalizable to the environmentally-aware urban populations.

Practical implications

Help brand managers to design advertisements that add brand credibility in environmentally-aware urban markets.

Originality/value

It helps to define green information quality and the interacting effects of eco-label credibility and consumer knowledge in green information processing.

Keywords

Acknowledgements

Authors would like to thank the Editor of EJM, the Regional Editor, the Associate Editor, four anonymous reviewers, as well as Clair Polonsky (Monash University Australia), de Pelsmacker Patrick (University of Antwerp Belgium) and Arminda Paço (University of Beira Interior Portugal) for their comments on earlier versions of this manuscript.

Citation

Kumar, P., Polonsky, M., Dwivedi, Y.K. and Kar, A. (2021), "Green information quality and green brand evaluation: the moderating effects of eco-label credibility and consumer knowledge", European Journal of Marketing, Vol. 55 No. 7, pp. 2037-2071. https://doi.org/10.1108/EJM-10-2019-0808

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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